Our client Wallniture was dealing with a fierce competition in the Bathroom Shelves category within the industry, as the majority of their competition is based overseas and are comfortable with making pennies off items sold. The listing was unable to gain traction, get on the first page, and sales were terrible.
Initial Hypothesis
We believed that competitors were spending more on advertising, which led to better results for them (we were right)
Lower manufacturing costs of competitors / high manufacturing cost of client could be the culprit (it was)
The listing may need to be scrapped and liquidated.
“YOU’RE SELLING A KEYWORD, NOT A PRODUCT.””
Goals
Increase organic traffic on specific keywords by a minimum of 25% within 2 weeks
Enhance listing quality using Helium10
Achieve a 15% increase in overall conversion rates within the specified category
Solutions
Competitor product listing audits
Listing optimization product titles, descriptions using Cerebro
Pricing updates based on market
Promotions (Coupons, Small ad spend)
What we did
Restructured product titles and descriptions based on competitive insights, ensuring SEO-friendliness.
Enhanced product images to align with industry standards and customer preferences.
Prices reduced by 20% with a remaining 27% profit margin
Results
Achieved a remarkable 35% increase in organic traffic to the targeted Home Decor product category within three months.
Improved click-through rates (CTR) by an impressive 22%, solidifying the brand's online presence.
Realized a substantial 17% increase in overall conversion rates within the specified category.
Customer feedback and ratings became highly positive, bolstering the brand's reputation.
Successfully regained a competitive edge in the Home Decor market segment.
Learnings
Employing advanced software and competitive analysis tools can provide invaluable insights for listing optimization.
Adapting strategies based on competitor analysis can help regain competitiveness.
In the Home Decor industry, trust and credibility are paramount, and user-generated content plays a pivotal role.
Consistent monitoring and adaptation of listing strategies are essential to thrive in a competitive market.
